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Creating usable sites is important, but an effective marketing site overlays persuasion to encourage visitors to engage and follow a journey to conversion. So understanding user psychology and knowing the persuasion principles we describe here is helpful.
Persuasion marketing quick guide
Persuasion marketing success factors
In their whitepaper on Persuasion architecture Brian Eiseberg says:
"Your visitors don't care about your sales process (and everything about your sales process should be designed so they shouldn't have to care) â€“ remember, your sales process is all about you. But you definitely have to care about how they buy.
The key to a persuasive site is to map their buying processes to your selling process, refining your sales process when it becomes intrusive or counterproductive".
Persuasion Architecture has six defined phases:
- Storyboarding and Prototyping
- Testing, measuring and optimization - an ongoing process based on analytics and measurement.
The US psychologist Cialdini's has defined six 'weapons of influence' to encourage personal interactions which we think are essential for digital marketers to understand since they can developed as part of persuasion architecture:
- Commitment and consistency
- Affinity (liking and credibility)
Persuasion marketing definition
Persuasion is an approach to designing websites and web services which puts the emphasis on designing the site and messaging to achieving the commercial objectives of the site. It is based on understanding user motivations and psychology and then developing the site to influence users.
The approach was much discussed between 2002 to 2007 as part of best practice recommended by Bryan and Geoffrey Eisenberg then of Future Now. Their books "Call-to-Action" and "Teaching Your Cat to Bark" are still essential reading for specialists in Conversion Rate Optimisation - an approach which is more popular today.